Meet Christine
Hello! I'm Christine. I'm a social media strategist with 10+ years of experience building communities and growing beauty, fashion, and wellness brands across US and Asian markets.
At 15, I was selling handmade jewelry for a little extra pocket money. I sent pieces to my favorite LiveJournal bloggers, long before influencer marketing was even a thing, generating an estimated 3.4x ROI.
Looking back, it was my first lesson in the value of building relationships with creators, the trust they've built with their audiences, and how that can translate into sales. I didn't know it then, but that little experiment would eventually become part of what I do today.
Since then, I've led social strategies, creative campaigns, and creator programs for brands of all sizes, including multimillion-dollar businesses. My work spans building communities from scratch, running sold-out brand experiences, and managing creator programs reaching 100 million in annual reach.
I've also been on the other side of the business as a founder. I built gentle mood, a DTC body care brand featured in Vogue Singapore, The Straits Times, and other publications. That combination of brand-side and founder experience shapes how I approach social strategy, balancing creative opportunities with commercial priorities.
Today, I work as a fractional Head of Social and strategic consultant, helping brands set their social direction, guide creative work, and build systems that allow teams to work more efficiently.
Previously based in Singapore and New York, I'm now in Barcelona.
What’s In My Bag
I mean… toolkit. Everything I use, from planning, making, shipping and measuring.
- 01NotionMy go-to for organising everything: content calendars, campaign planning, SOPs, client documentation.
- 02AirtableFor consolidating data and keeping campaigns visible, especially when a team needs to update and share it.
- 03LoomClient walkthroughs and briefings. Faster than a long email, more personal than a doc, no live call needed.
- 04CleanShotFor screenshots and quick recordings.
Currently Building
Products and platforms I’m working on now.
In progressBehind The Feed
A self-paced learning resource for small business owners managing their own social media. Built around practical strategies, templates, and systems developed from 10+ years of client experience.
In progressSave For Later
Messy Notes app filled with content ideas but never act on them? This iOS app was built to solve that problem; from my own experience and desire to have my swipe file, ideas organized and with actionable steps. It captures a reference straight from the share sheet, note my own take on it, and sort it by content pillar to ensure consistency with an action plan such as a shot list and next steps.
In progressSocial Media Swipe File
Building an extensive library of social media campaigns from leading DTC brands, with analysis of the strategy behind them, what worked, and what other brands can learn from each example.
In progressI Could Live Here
A collection of design inspiration, home finds, and everyday objects that make a space feel personal and lived-in.
In betaNephele Studios
Editorial wedding styling, made accessible. Curated theme decks, moodboards, and creative direction for brides planning their own wedding without a full-service designer.
Playground
Side projects and tools I built for fun.
- 01.
Curated Travel Guides
Travel guides for slower, more thoughtful trips, covering where to stay, what to skip, and the places locals actually go. For people who want to experience a city like a local, but still visit the spots they've saved from their For You page.
View project → - 02.
Trending Carousel Generator
Turns a Notion brief into finished Instagram carousels. It reads the slide table, matches images from a working folder, and outputs print-ready 1080×1350 slides. Built to remove the part of content production that's assembly rather than thinking. (this was before Claude Design came out!)
View project → - 03.
Content Gold Mine
Turns a consulting call into publishable content. It reads the transcript, pulls out what landed and the lines worth quoting, then groups the material into themes with hook options and angles for tweets, LinkedIn, carousels and clips.
View project →
Past Projects
gentle mood
A DTC bodycare brand designed to be “gentle on your skin, great for your mood”. It was created to inspire a low-waste lifestyle with beautiful, functional products. Built on the Japanese concept of zakka: choose the objects around you well, and they pay you back with joy.
View the projectOutside the Office
Quick facts
- Languages
- English, Chinese, and currently learning Greek and Spanish
- Has lived in
- Singapore, Boston, New York and Barcelona
- Hobbies
- Painting, sewing and finding the best café con leche in Barcelona
- Always recommending
- Evening walks, good people to work with (need a content creator? I probably know someone), and clever tools that make work a little easier.
Let’s talk about what moves people.
From creator influence and community building to the decisions behind what people buy, there’s more to social than what happens on the feed.
Open to podcasts, panels, interviews, and conversations about social strategy, culture, and the business of building brands.
Start a conversationFavourite non-fiction
- The Almanack of Naval Ravikant
- The Hard Thing About Hard Things
- Million Dollar Weekend
Favourite fiction
- The Alchemist
I had the pleasure of managing Christine on the US brand team at Love, Bonito USA, where she built our US social media presence from the ground up. As a social media strategist, she has a rare ability to think about content from a funnel perspective—leveraging trends thoughtfully, and building content pillars that gave the account a distinct point of view localized to the US market while staying aligned with our global brand direction. Beyond social, she was a real asset to the wider brand team, particularly in our community-building and brand ambassador efforts, where she supervised ambassador outreach and consistently identified new creators worth partnering with. She also crafted and executed our partnership events, spearheading the planning of our 1-day wellness retreat and putting together our very first partnership event with Eldest Daughter Club for Eldest Daughter Day. Any team would be lucky to have her.
What's next for
your brand's social?
Whether you need ongoing social leadership or a fresh strategic perspective, tell me a little about your brand and what you're working on.
Start a conversation